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Overall Ad Performance Metrics
Video Advertising Performance Benchmarks
Overall
Video Ad Performance Metrics
Metrics, by Device
Overall Ad Performance Metrics
Clickthrough Rates (CTR)
Completion Rates
Share, by Device
Campaign Share
Impression Share
View Share
by Device & Length
Share of Time Spent
by Length
Campaign Share
Clickthrough Rates (CTR)
Completion Rates
View Share
Viewability Rates
Viewable Completion Rates
by Format & Length
% of Ad Viewed
Awareness Rates
Clickthrough Rates (CTR)
Completion Rates
by Format & Publisher Type
% of Ad Viewed
Awareness Rates
Clickthrough Rates (CTR)
Completion Rates
by Industry
Completion Rates
Midpoint Rates
View Share
by Purchase Method
Clickthrough Rates (CTR)
Completion Rates
Impression Share
Spending Share
Viewability Rates
Viewable Completion Rates
by Content Vertical
View Share
by Campaign Objective
Campaign Share
by Pricing Model
Campaign Share
by Targeting Criteria
Campaign Share
 
Edit Title
Video Ad Performance Metrics, Worldwide
TimeframeQ2 2016Q3 2016Q4 2016Q1 2017Q2 2017
Completion rate
61.0%
67.0%
65.0%
73.0%
73.0%
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Viewability rate
51.0%
55.0%
63.0%
69.0%
61.0%
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Viewable completion rate
50.0%
60.0%
75.0%
73.0%
71.0%
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Clickthrough Rate (CTR)
0.30%
0.37%
0.34%
0.45%
0.30%
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Source: Extreme Reach

Note: represents activity on the Extreme Reach platform, broader industry metrics may vary

Additional Note: viewability rate is the percent of impressions 50% in-view for at least 2 consecutive seconds; completion rate is the percentage of measurable impressions where the ad played to completion, regardless of viewability; viewable completion rate is the percentage of viewable impressions (in-view for at least 2 consecutive seconds) where the ad played to completion; clickthrough rate (CTR) is the ratio of clicks to measurable impressions

Methodology: Data is from the quarterly Extreme Reach reports titled "Digital Video Benchmarks." Digital video ad impressions were served worldwide on the Extreme Reach platform via connected TV, desktop, smartphone (including in-app and web browser) and tablet during each quarter. Impressions were served primarily in the US, with the remainder in Asia and Europe. Many of Extreme Reach clients are among the Fortune 100 companies. Extreme Reach is a digital video/TV ad server and analytics company.